{"id":2115,"date":"2025-06-30T19:39:42","date_gmt":"2025-06-30T19:39:42","guid":{"rendered":"http:\/\/chrislezotte.net\/wordpress\/?p=2115"},"modified":"2025-07-03T19:49:50","modified_gmt":"2025-07-03T19:49:50","slug":"from-peoples-car-to-chick-car","status":"publish","type":"post","link":"http:\/\/chrislezotte.net\/wordpress\/carculture\/from-peoples-car-to-chick-car\/","title":{"rendered":"From People&#8217;s Car to Chick Car"},"content":{"rendered":"<div class=\"wp-block-image\">\n<figure class=\"alignleft size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"331\" height=\"500\" src=\"http:\/\/chrislezotte.net\/wordpress\/wp-content\/uploads\/2025\/07\/9780345521422.jpeg\" alt=\"\" class=\"wp-image-2116\" srcset=\"http:\/\/chrislezotte.net\/wordpress\/wp-content\/uploads\/2025\/07\/9780345521422.jpeg 331w, http:\/\/chrislezotte.net\/wordpress\/wp-content\/uploads\/2025\/07\/9780345521422-199x300.jpeg 199w\" sizes=\"auto, (max-width: 331px) 100vw, 331px\" \/><\/figure>\n<\/div>\n\n\n<p>As a longtime Volkswagen fan, I recently discovered a book on its history that garnered a little bit of positive attention when it was published in 2012. In\u00a0<em><a href=\"https:\/\/www.publishersweekly.com\/9780345521422\">Thinking Small<\/a><\/em>, an &#8220;auto&#8221; biography of the Volkswagen Beetle, Andrea Hiott traces the trajectory of the famous auto from its conception as the &#8220;people\u2019s car&#8221; in Nazi Germany to its emergence as an anti-establishment icon in 1960s America. While the book is ostensibly about the strange car, Hiott also focuses on the people who made it happen \u2013 Ferdinand Porsche, whose imaginings served as the inspiration for the Beetle\u2019s eventual production, Heinrich Nordhoff, the German Industrialist who created the positive environment for its manufacture, and Bill Bernbach, whose advertising campaign created the American market for the little German car.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"734\" src=\"http:\/\/chrislezotte.net\/wordpress\/wp-content\/uploads\/2025\/07\/DB2015AL04112_retina_2400-1024x734.jpg\" alt=\"\" class=\"wp-image-2121\" srcset=\"http:\/\/chrislezotte.net\/wordpress\/wp-content\/uploads\/2025\/07\/DB2015AL04112_retina_2400-1024x734.jpg 1024w, http:\/\/chrislezotte.net\/wordpress\/wp-content\/uploads\/2025\/07\/DB2015AL04112_retina_2400-300x215.jpg 300w, http:\/\/chrislezotte.net\/wordpress\/wp-content\/uploads\/2025\/07\/DB2015AL04112_retina_2400-768x550.jpg 768w, http:\/\/chrislezotte.net\/wordpress\/wp-content\/uploads\/2025\/07\/DB2015AL04112_retina_2400-1536x1100.jpg 1536w, http:\/\/chrislezotte.net\/wordpress\/wp-content\/uploads\/2025\/07\/DB2015AL04112_retina_2400-1300x931.jpg 1300w, http:\/\/chrislezotte.net\/wordpress\/wp-content\/uploads\/2025\/07\/DB2015AL04112_retina_2400-1100x788.jpg 1100w, http:\/\/chrislezotte.net\/wordpress\/wp-content\/uploads\/2025\/07\/DB2015AL04112_retina_2400.jpg 1795w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/div>\n\n\n<p>As Hiott notes, the Beetle, initially launched in 1938, was not an instant success. Although as an automobile it had little in common with the Model T, Nordoff, after taking the Volkswagen reins in 1947, adopted Henry Ford\u2019s business philosophy to the struggling German car. In the introduction of the Model T, Ford\u2019s objective was to manufacture an affordable car for &#8220;everyman&#8221;; the tycoon\u2019s famous &#8220;$5 a day&#8221; promise to automotive workers assured that the people who built the cars could also afford them. Under Nordhoff\u2019s guidance at the Wolfsburg VW factory, workplace conditions improved and benefits to workers increased; consequently, the reliable and affordable Beetle grew increasingly popular with the masses, eventually becoming the &#8220;people\u2019s car&#8221; that Porsche had originally imagined.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"alignright size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"807\" height=\"1024\" src=\"http:\/\/chrislezotte.net\/wordpress\/wp-content\/uploads\/2025\/07\/16Yt4b4Wrt1XK1FeJIWzSBA-807x1024.jpg\" alt=\"\" class=\"wp-image-2117\" style=\"width:424px;height:auto\" srcset=\"http:\/\/chrislezotte.net\/wordpress\/wp-content\/uploads\/2025\/07\/16Yt4b4Wrt1XK1FeJIWzSBA-807x1024.jpg 807w, http:\/\/chrislezotte.net\/wordpress\/wp-content\/uploads\/2025\/07\/16Yt4b4Wrt1XK1FeJIWzSBA-236x300.jpg 236w, http:\/\/chrislezotte.net\/wordpress\/wp-content\/uploads\/2025\/07\/16Yt4b4Wrt1XK1FeJIWzSBA-768x975.jpg 768w, http:\/\/chrislezotte.net\/wordpress\/wp-content\/uploads\/2025\/07\/16Yt4b4Wrt1XK1FeJIWzSBA-1210x1536.jpg 1210w, http:\/\/chrislezotte.net\/wordpress\/wp-content\/uploads\/2025\/07\/16Yt4b4Wrt1XK1FeJIWzSBA-1300x1650.jpg 1300w, http:\/\/chrislezotte.net\/wordpress\/wp-content\/uploads\/2025\/07\/16Yt4b4Wrt1XK1FeJIWzSBA-1100x1396.jpg 1100w, http:\/\/chrislezotte.net\/wordpress\/wp-content\/uploads\/2025\/07\/16Yt4b4Wrt1XK1FeJIWzSBA.jpg 1400w\" sizes=\"auto, (max-width: 807px) 100vw, 807px\" \/><\/figure>\n<\/div>\n\n\n<p>When the German car came to the United States, the funny-looking little car became the foil to the big, brash behemoths coming out of Detroit. The Bug was embraced by the counter culture; it became the car of choice for strapped-for-cash college students and members of the Woodstock generation. As one of those broke college kids, I purchased my own Beetle in 1970; it was one of dozens that could be found on Detroit\u2019s Wayne State University commuter campus. Although I was hardly the anti-establishment type, as a Detroit native growing up in a community of autoworkers, the VW parked in my driveway no doubt marked me as a &#8220;traitor&#8221; in my neighbors\u2019 eyes. However, as someone who aspired to work in advertising, VW\u2019s marketing strategy, created by the advertising stars at Doyle Dane Bernbach, convinced me that I was driving the coolest car on the planet.<\/p>\n\n\n\n<p>The last Beetle that evolved from Porsche\u2019s original design, manufactured in Mexico, drove off the production line in 2003. However, affection for the funny little car never really died. In 1994, at the New American International Auto Show, the retro-inspired New Beetle concept car was unveiled. The production model arrived in 1997, &#8220;just in time to catch a wave of nostalgia and surf in all the way to sales success\u2019\u2019 (McAleer). The New Beetle was initially met with great enthusiasm and attained modest sales numbers. However, the retro version was not without controversy. Although, Hiott asserts, it was embraced by the hipster generation, descriptors such as &#8220;cute,&#8221; &#8220;playful,&#8221; and &#8220;fun&#8221; led to the New Beetle\u2019s perception as a &#8220;chick car,&#8221; which was believed to turn off potential male buyers.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"alignleft size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"666\" height=\"500\" src=\"http:\/\/chrislezotte.net\/wordpress\/wp-content\/uploads\/2025\/07\/photo_chick_dawson1.jpg\" alt=\"\" class=\"wp-image-2118\" style=\"width:400px;height:auto\" srcset=\"http:\/\/chrislezotte.net\/wordpress\/wp-content\/uploads\/2025\/07\/photo_chick_dawson1.jpg 666w, http:\/\/chrislezotte.net\/wordpress\/wp-content\/uploads\/2025\/07\/photo_chick_dawson1-300x225.jpg 300w\" sizes=\"auto, (max-width: 666px) 100vw, 666px\" \/><\/figure>\n<\/div>\n\n\n<p>The chick car, as I defined in a 2012 article, is a small, sporty car designed for men but appropriated by women for their own use. They are affordable, quick, nimble, easy to handle, and most importantly, &#8220;fun to drive.&#8221;\u00a0The chick car is the antithesis of the &#8220;woman\u2019s car&#8221;, a sturdy and practical vehicle \u2013 i.e. station wagon, minivan, small SUV \u2013 used to transport kids and cargo. As I discovered, to the women who drive them the chick car represents personal freedom, independence, agency, and a sense of empowerment.<\/p>\n\n\n\n<p>During the height of the chick car\u2019s popularity, Terry Jackson of <em>Bankrate.com<\/em> wrote, \u201cCarmakers recognize the powerful influence women have today in the auto marketplace while they simultaneously have to avoid sending a message to men that they shouldn\u2019t be caught dead driving these cars.\u201d While automakers welcome the female consumer, the \u201cchick car\u201d label creates a good amount of anxiety and concern among them. Car manufacturers are uneasy when automobiles become associated with femininity and the female car buyer.&nbsp;<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"alignright size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"450\" src=\"http:\/\/chrislezotte.net\/wordpress\/wp-content\/uploads\/2025\/07\/28d0ce2ddd06e35653dcc96a2c8d4b91.jpg\" alt=\"\" class=\"wp-image-2120\" style=\"width:367px;height:auto\" srcset=\"http:\/\/chrislezotte.net\/wordpress\/wp-content\/uploads\/2025\/07\/28d0ce2ddd06e35653dcc96a2c8d4b91.jpg 600w, http:\/\/chrislezotte.net\/wordpress\/wp-content\/uploads\/2025\/07\/28d0ce2ddd06e35653dcc96a2c8d4b91-300x225.jpg 300w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\" \/><\/figure>\n<\/div>\n\n\n<p>Automakers responded to chick car dilemma in a number of interesting ways. Volkswagen &#8220;beefed up&#8221; the offending car to be more masculine. As auto writer Doron Levin wrote, \u201cVW has attempted to \u2018male up\u2019 the New Beetle over the years by adding a turbocharger to the engine and a spoiler to the rear.\u201d In 2012, VW introduced a \u201cbigger, less \u2018cute\u2019, and sportier Beetle\u201d in an attempt to ditch the \u201cgirl\u201d car image and attract more male buyers (Healey).<\/p>\n\n\n\n<p>Apparently the efforts to masculinize the little car were unsuccessful. As Anthony Capretto argues, &#8220;People weren&#8217;t able to move past this image, and these and other factors caused sales to drop substantially by the end of its life.&#8221;&nbsp;Whether or not the car\u2019s downfall can be explained by its association with the woman driver seems an easy out as there are still plenty of &#8220;chick&#8221; cars \u2013 e.g. Mini Cooper, Miata \u2013 on the road in 2025. Regardless,&nbsp;in 2016, VW discontinued the nameplate after its nearly 80 years of existence.&nbsp;<\/p>\n\n\n\n<p>Published in 2012,\u00a0<em>Thinking Small<\/em>\u00a0ends on an optimistic note. As Hiott wrote, &#8220;the car is still an object we want to love. Its story is still being written&#8221; (424). While the New Beetle is no longer being manufactured, it is has gained new appreciation among the collector set. As McAlleer exclaims, \u201cMore than a decade after the New Beetle left showrooms, it\u2019s starting to become a choice for younger enthusiasts. [\u2026] because it\u2019s such a whimsically adorable design, seeing a modified New Beetle can\u2019t help but put a smile on your face.&#8221; Although Hiott couldn\u2019t predict the car\u2019s ending, she exhibited an astute understanding of the car\u2019s effect on generations of drivers.\u00a0<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"872\" height=\"745\" src=\"http:\/\/chrislezotte.net\/wordpress\/wp-content\/uploads\/2025\/07\/70Beetle2-copy.jpeg\" alt=\"\" class=\"wp-image-2119\" style=\"width:463px;height:auto\" srcset=\"http:\/\/chrislezotte.net\/wordpress\/wp-content\/uploads\/2025\/07\/70Beetle2-copy.jpeg 872w, http:\/\/chrislezotte.net\/wordpress\/wp-content\/uploads\/2025\/07\/70Beetle2-copy-300x256.jpeg 300w, http:\/\/chrislezotte.net\/wordpress\/wp-content\/uploads\/2025\/07\/70Beetle2-copy-768x656.jpeg 768w\" sizes=\"auto, (max-width: 872px) 100vw, 872px\" \/><figcaption class=\"wp-element-caption\">My 1970 Beetle<\/figcaption><\/figure>\n<\/div>\n\n\n<p>As a previous owner of two Beetles \u2013 1970 and 1979 Super Beetle cabriolet \u2013 I have a strong affection for the odd little car. And after learning of the Bug\u2019s early struggles to gain footing in post war Germany, its unlikely emergence as a cultural icon in the United States, and its stint as a popular albeit controversial chick car, I have a new appreciation for the Beetle\u2019s history and its incredible sustainability over nearly 8 decades. Although this post comes over 10 years too late, I would recommend <em>Thinking Small<\/em> to anyone who has ever had a bit of a love affair with the Volkswagen Beetle.&nbsp;<\/p>\n\n\n\n<p>Capretto, Anthony. &#8220;It&#8217;s Time We Gave the Volkswagen New Beetle the Respect it Deserves.&#8221; <em>CarBuzz.com<\/em> 19 Dec 2024.<\/p>\n\n\n\n<p> Healey, James R. \u201c2012 VW Beetle Gets Bigger, Ditches \u2018Girls\u2019 Car\u2019Image.\u201d <em>USA Today<\/em>. 10 Apr. 2011.<\/p>\n\n\n\n<p>Hiott, Andrea. <em>Thinking Small: The Long, Strange Trip of the Volkswagen Beetle<\/em>. New York: Random House, 2012.<\/p>\n\n\n\n<p>Jackson, Terry. \u201cTop Five Chick Cars.\u201d <em>Bankrate.com<\/em>. 1 Nov. 2007.<\/p>\n\n\n\n<p>Levin, Doron. \u201cAre You Man Enough to Drive a Chick Car?\u201d <em>Bloomberg News<\/em>. 18 Apr. 2006.<\/p>\n\n\n\n<p>Lezotte, Chris. &#8220;The Evolution of the &#8216;Chick Car&#8217; Or: Which Came First, the Chick or the Car?&#8221; <em>Journal of Popular Culture <\/em>45\/3 2012.<\/p>\n\n\n\n<p>McAleer, Brandon. &#8220;Volkswagen&#8217;s New Beetle is Finally Growing its Own Following.&#8221; <em>Hagerty.com<\/em> 24 Jan 2025.<\/p>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>As a longtime Volkswagen fan, I recently discovered a book on its history that garnered a little bit of positive attention when it was published in 2012. In\u00a0Thinking Small, an &#8220;auto&#8221; biography of the Volkswagen Beetle, Andrea Hiott traces the trajectory of the famous auto from its conception as the &#8220;people\u2019s car&#8221; in Nazi Germany&#8230;<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[44,9],"tags":[50,43,13],"class_list":["post-2115","post","type-post","status-publish","format-standard","hentry","category-car-chicks","category-carculture","tag-automotive-brands","tag-automotive-history","tag-woman-driver"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>From People&#039;s Car to Chick Car - Women &amp; Cars<\/title>\n<meta name=\"description\" content=\"Andrea Hiott&#039;s 2012 book - Thinking Small: The Long, Strange Trip of the Volkswagen Beetle - is reviewed\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"http:\/\/chrislezotte.net\/wordpress\/carculture\/from-peoples-car-to-chick-car\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"From People&#039;s Car to Chick Car - Women &amp; 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